How to Use ScoreApp to Build a Lead-Scoring Scorecard

The short answer: if you expect fewer than 100 finished scorecards a month, Starter at $39 a month, or $351 billed annually, launches this, because categories, score tiers, results pages by tier and a CRM connection are on every plan; only UTM storage, the PDF report and an embedded booking calendar need Business at $99 (checked on 26 October 2026 on the pricing page). Let the AI Builder draft a concept, rework its questions into three categories with points, set the tiers, write the results page per tier, place the lead form with its consent settings, connect HubSpot, test everything in draft mode and only then publish.

Disclosure: I may earn a commission through some links on this site. It does not change what this page says.

The job: a "how ready is your team for X" scorecard that a B2B firm puts in front of cold traffic. The visitor gets a score per area and advice to match; sales gets a HubSpot contact that says which area is weakest, so the first call opens on the right topic. For what ScoreApp is and what each plan includes, see the ScoreApp glossary entry.

Settle these before the AI Builder writes a word:

1. How a category score is counted. For example, five questions worth up to 4 points each give a category 5 x 4 = 20 possible points; a respondent with 10 of them scores 10 / 20 = 50%, which the default tiers call Medium, per the categories article and the score tiers article.
2. Your discovery call, turned into categories. The three areas sales probes on every first call become the three categories, so the score maps onto the conversation that follows it.
3. Two measures to watch. Started against finished on the dashboard, and the share of High-tier leads who book a call.

What you need

• A ScoreApp account. The free tier's 1 live scorecard and 10 responses a month are enough for a pilot with real prospects; Starter carries the launch.
• In HubSpot, a static list for the leads and a custom contact property for the result, created before you connect.
• A privacy policy URL and a decision on marketing consent. Article 13 of the GDPR lists what people must be told when you collect their data, which is the job of the privacy statement and link next to the submit button.

Step 1: Draft with the AI Builder

Click AI Builder in the left-hand menu and describe your business, your audience and the leads you want, per the AI Builder guide. It asks follow-up questions, offers to match your branding from your website, and proposes concepts; Tell me more shows each one's positioning and example questions. Pick one and it generates questions and scoring, with the chat on the left and the questions on the right, where you edit, delete, add answer options and adjust scores before you click Build this scorecard. Treat that screen as the review step: read every question as if a prospect had written to you, and cut anything your sales team would not ask.

Step 2: Set three categories and their points

Under Build, Questions, open the Categories tab and click Add Category three times, one per discovery area, per the categories article. On each answer, turn scoring on, pick its category and set its points; one answer can score into two categories when it speaks to both. Every category needs at least one scoring answer, or it shows as zero on the results page.

Step 3: Check the score tiers

Go to Build, Settings, Score Tiers. ScoreApp starts with Low at 0 to 39%, Medium at 40 to 79% and High at 80 to 100%, weighted low on purpose because, its score tiers article says, people are more likely to act on a medium or low outcome. Rename the tiers in your own words, and move the boundaries if your audience is senior and should land higher.

Step 4: Write the results page per tier

Under Build, Results Pages, open a section and switch on Enable Dynamic Content. A tier dropdown appears above the editor; write the Low, Medium and High versions in turn, and use the copy button to start each from the same draft. Add category sections that show each category's percentage, so the reader sees where the gap is. For High scorers, a call-to-action button linking to your calendar works on every plan; embedding the calendar itself needs Business or Pro, per the calendar article.

Step 5: Place the lead form and set consent

Open Settings, Lead Form, per the lead form article. First name, last name and email are system fields; add a company field and, if you track partners, a Hidden field fed from the URL. In the data protection settings, choose how the opt-in works and add your privacy statement and policy link. Then decide the position: the article names the two usual ones, before the questions or after them and just before the results.

Step 6: Connect HubSpot

Choose Integrate in the left menu, then HubSpot, Configure, and authenticate, per the HubSpot guide. Pick the static list, check the lead form mapping, and under Map Result Fields send Score Tier and each Category Score to your custom properties. Click Test integration: it pushes your last lead, or a sample one, and reports success or the error.

Step 7: Test in draft mode, then publish

A new scorecard runs in draft mode, with an orange banner and its data kept apart and reset at publish, per the draft mode article. Set a draft password so colleagues can take it from outside your account, and have three of them aim for Low, Medium and High. When all three results pages read right and three contacts sit in HubSpot with the right tier, click Publish.

What the help centre warns about

• An email-only mapping. The HubSpot sync fails if email is the only lead form field mapped; map a name as well.
• A live list in HubSpot. Only static lists appear in the integration.
• Leads who stop halfway. If you use Zapier instead, its Quiz Finished trigger only passes people who completed the scorecard, per the Zapier guide.
• Everyone in one tier. The tiers article suggests rebalancing points if typical answers land everyone in Low or High.

Every test on the live link is paid for

Responses are what ScoreApp sells, and a response is a response whether a prospect or a colleague produced it: the score tiers article sends you to draft mode precisely so tests do not use up your allocated responses, and the draft mode article adds that visits and leads recorded once a scorecard is live cannot be erased. A team that tests on the published link pays ScoreApp in allowance and fills its own dashboard with noise. Keep every test in draft mode, behind the password, and publish once.

FAQ

How is the overall score worked out?

ScoreApp adds the points a respondent earned across the scored questions, divides by the points possible, turns that into a percentage and places it in a tier, per the score tiers article. Category scores follow the same sum within each category.

Do I need the PDF report?

Not to launch. Every plan sends a results email and shows the results page; the dynamic PDF is a Business and Pro feature, per the PDF reports guide. Add it once the results page has shown which advice people act on.

What happens to people who quit halfway?

Every plan lets you view incomplete responses in ScoreApp. An abandon email to win them back is listed from Business up on the pricing page.